Media Training Lessons from Presidential Debates
Politics aside, the presidential debates are a fascinating microcosm of media training and commitment to key messages. While the average viewer sits and wonders why the candidate can’t just answer the question they were asked, the PR pro sits back and watches media training results at their best.
In one of the most unique presidential debates this millennia, here are a few tried-and-true trends we spotted that relate directly to the media training we do each day for our clients:
- Question, key message, repeat until it’s over: If you found the candidates getting to the end of their response having not really answered the question, you’ve seen media training at its finest. In this 24/7, sound bite driven news world, a long and in-depth response isn’t going to cut it. The candidates need to worry about you hearing their key message above all else. Each question is just another opportunity to drive home a key message, and move on to the next.
- Make it relatable: Key messages are important, but candidates also have to relate to the audience to ensure their message is understood. You could see this done well in two ways. First, when the candidates repeated the name of the person asking the question and spoke directly to them in the response. Second, candidates used anecdotes and stories to make their key messages more relatable. You might’ve noticed Clinton mentioning her father several times in the first debate. That’s no accident as she aims to gain the votes of his demographic.
- Mind your body language: Have you ever noticed yourself nodding your head to convey that you understand a question or statement? Well, you certainly didn’t see that in the debate. While an unassuming nod might feel natural when another person is speaking, it also conveys agreements with their statements.
- Expect the unexpected: Driving back to a key message was not easy for either candidate when they were asked what they liked about their opponent. Questions like that are a great reminder that in debates and interviews, you should always be prepared for a question straight out of left field.
Whether you’re running for office or speaking on behalf of your company, media training is critical. Give us a call if you want to ace your next interview.
